While I was out in town at lunchtime, I experienced some really poorly designed shops. In particular was WHSmith, which was disorganised and cramped, with product moves going on during the day. In the end, I gave up trying to locate my desired product and went straight to Ryman’s the stationers.
Tesco Metro is no better. Since their redesign, some aisles go across the store, some aisles go along the store, some aisles are narrow and some are wide and there’s usually a few cages blocking the aisles and some products. Worse, the popular lunchtime products are immediately inside the store, where a bottleneck prevents entrance and egress. Worst of all is the new payment system. There is no organised queuing system, just a load of tills on little islands (some deserted) as well as a row of self-pay machines that no-one knows how to use.In contrast, I recently visited the brand new Debenhams store, just for a look, you understand. The menswear section is on the ground floor just inside the door, which shows a good understanding of their visitors shopping habits.The aisles are wide and unobstructed and the clothes are logically grouped and accessible. The tills are close to the products and the blokes can leave the store either via the way they came in or by walking through the equally well implemented perfume and beauty section, with the opportunity to enjoy the presence of the fine assistants on the way!There seems to be a lot of similarity between a well planned bricks and mortar shop and a well executed, accessible, search engine friendly website. The experience reminded me that not so long ago I wrote a shop analogy, for an e-commerce website audit, for one of my company’s sales guys:
Check there is access to the shop at all times.
Check that, if there was no access, the correct notices are given on attempting to enter.
For example:
If the shop is temporarily shut, I would expect a note saying so. Without it I might assume the shop had shut permanently and go to a competitor rather than come back later.
If the shop had moved the entrance to another door there should be a note explaining to use the other door in future as the entrance has been permanently moved, otherwise I might assume the shop had shut permanently and go to a competitor rather than start using the new door.
Check that the shop had a good sign that was visible under all conditions and described the store accurately.
Inside the store I would visit all the sections, checking how easily I could move between them.
I would look at whether all the products are accessible, and had their own descriptive labels.
I would be looking for areas where products are only available by asking staff for service or where products are only available at certain times. Also, what response does the shop give for products that are not available? Will they be there in the future of is it end of line?
I would check out the local newspapers and yellow pages, phone/trade directories to see if the shop was listed, and also note the quality of the listing as well as compare competitors listing.
Where I noticed that the shop staff had put the wrong notes on the door, I would provide advice on what note to put up and when.
If there were access problems in the store, like dead ends, or aisles that you can get down with a basket but not a trolley, or is the store a maze that just confused customers?
I would suggest alternative layouts.
This analogy can go on and on, and is easily adapted, but I think you get the gist.
For those of you that have an understanding of HTML, HTTP and SEO - I hope you enjoyed the analogy!
Maybe one day store designers and web designers alike will come to understand that there is more to having a store/website than having the premises and filling it with products.
Two essential considerations:
The first rule of business is - let people know you’re in business.
If people have to think, in order to buy your product, they wont!